Marketing professionals, entrepreneurs and business leaders will learn how to leverage their expert knowledge to increase sales in Essentials of Thought Leadership and Content Marketing. Faced with ever more complex products and services, both consumers and business customers crave expert guidance to help define their needs and avoid expensive wrong choices. Thought leadership and content marketing -- that is, offering useful information to educate customers -- can give companies an overwhelming advantage in building trust, reputation and sales. Essentials of Thought Leadership and Content Marketing helps readers create comprehensive and rigorous content marketing strategies in which every piece works together to meet your business goals. Comprehensive, results-oriented, and practical, Essentials of Thought Leadership and Content Marketing covers every aspect of content marketing: researching customer needs; identifying one’s company’s areas of expertise; generating thought leadership articles and other content; communicating content through email, social media, web marketing, and traditional media; evaluating response; generating sales leads; and measuring results. More important, Essentials of Thought Leadership and Content Marketing shows how to coordinate these strategic elements to an overall plan. Interviews with business leaders and case studies show how content marketing concepts work in the real world. The ideal book for marketers, advertising professionals, entrepreneurs, and anyone who works with content marketing -- whether in B2B or B2C business, for-profit or non-profit -- this is a practical, step-by-step guide to achieving content marketing success.